Blog : Stripe

John Lewis – Christmas

John Lewis – Christmas

JOHN LEWIS: THE BATTLE TO OWN CHRISTMAS

CLIENT : JOHN LEWIS

THE BRIEF

In the words of the media, Christmas 2014 was set to be a retail blood bath, with heavy discounting from competitors on the high street and online. John Lewis refused to play the game, sticking to its guns of offering great service rather than be driven by price. Working as an extension of the John Lewis press team we delivered all branch PR and handled Twitter for the brand. Our challenge was ensure John Lewis retained it’s position as Britain’s favourite omni-channel retailer.

THE STRATEGY

Starting with the launch of the iconic Monty the Penguin ad we started a PR narrative for the brand around thoughtfulness. Our entire consumer PR feature placements were driven by human insights. From a corporate point of view we were proactive with the release of statistics and trading news – driving the news agenda around key business areas and owning the bricks and clicks space. We worked hard to deliver personality in local branches with profiles and media tours.

THE RESULTS

The PR campaign played a critical role in John Lewis winning the battle for Christmas, helping deliver 58,177 mentions, 83.6 million impressions across 56,775 users for @JohnLewisRetail and #MontyThePenguin. Sales grew by 4.8% to £777 million.

Carrier Bag Commitment – Creating behavioural change

Carrier Bag Commitment – Creating behavioural change

BAGGING BEHAVIOURAL CHANGE; CHANGING SCOTLAND’S SHOPPING HABITS

CLIENT : SCOTTISH GOVERNMENT

THE BRIEF

With the Scottish Government about to introduce a new 5p charge for single-use shopping bags, our task was to win the hearts of the Scottish public to support something that could be unpopular and change the shopping habits of everyone from hardened shopaholics to impulsive purchasers.

THE CAMPAIGN

In a bold move we focused our strategy on offline media to build large scale coverage and support, used social media to talk directly to the consumer, established a consumer advice service and worked with influencers to engage younger audiences.

THE RESULTS

Following on from our launch activity, 98% of Scots were aware of the legislation change. Within six months, research showed that major retailers were giving out 80% less single-use carrier bags – a significant transformation of shopping habits, with over £2 million raised for a good cause.